“‘Tis the Season to Be Jolly,” the old Burl Ives record goes. As we Mainers ratchet up for the final week of the Christmas (or holiday) shopping frenzy, maybe stepping back and taking a deep breath would be a good idea. Additionally, there is a large percentage of shoppers, primarily of the male gender, who won’t get into the swing of the season until Friday or Saturday of this week. The pressure to please through commercial gift giving is strong and prevalent in our society. That said, let’s try to slow down just enough to enjoy the season and share a little joy with hardworking retail clerks, telephone-order takers, package delivery people, and many others who are doing their best during this December shopping season to meet our needs.

November and December account for 19.8 percent of the total annual retail sales in America, excluding automobile purchases. Interestingly, shopping gift cards bought by consumers average $88.03 per shopper, or 15.6 percent of the average consumer’s holiday purchases.

Since gift cards are logged by many businesses after the holidays, the true holiday amount that is being spent may be even higher, as these cards will not be counted. Retail business is heavily dependent upon this shopping season, which can make or break many marginal stores and chains. Stores add personnel, increase their inventories and offerings, and cross their fingers, hoping the right business choices were made.

Many stores are to be applauded for extended shopping hours; some even offer 24-hour service. Given the wide demographics of consumers’ work, education and family schedules, this has been a true boon to shoppers who do not enjoy the piranha approach of shoulder-to-shoulder shopping. While we are at it, a tip of the top hat to those consumers who have all their Christmas shopping wrapped up in July. Their absence in the marketplace gives others a parking place and a better chance at the merchandise. Thank you.

Consumers who can relax and keep a positive attitude, maybe even a smile on their faces, and offer some genuine pleasantries to fellow shoppers and store staff, should have a much better Christmas experience. Shoppers who are last-minute are harried, frustrated, and generally overwhelmed, and often make poor shopping decisions or mistakes. They also are prone to spending more money to offset their poor planning. The wise consumer takes his time with purchases and does not make lots of decisions based on emotions and time pressures.

This year, the pope has weighed in on the season, saying that Christmas is based far too much on materialism. There is also a Web-based group out there dedicated to “buy nothing at Christmas.” These views are to be respected. The Christmas holiday concept is big enough to include all of us.

The dedicated, hardworking elves, volunteers and staff at Northeast COMBAT wish everyone a happy holiday season, particularly those civil and down-home, friendly consumers and retailers who go the extra mile to make this special time even more enjoyable. We also recognize those many professionals who work over the holidays, including police, fire, snowplow road crews and medical staff. They are the ones who keep us safe, healthy and secure in our communities.

Consumer Forum is a collaboration of the Bangor Daily News and Northeast COMBAT-Maine Center for the Public Interest, Maine’s membership-funded, nonprofit organization. Individual memberships are $25 and business rates start at $125 for 0-10 employees. For help, write Consumer Forum, Bangor Daily News, P.O. Box 1329, Bangor 04402-1329.